Brand Book and Brand Development
As the creative team for OffTheirPlate (OTP), I, alongside Liz, Emily, and Danny, worked on building a brand book for the new brand of OTP to fit the post-COVID19 repurposing of the organization to provide economic aid to food industry with an emphasis on BIPOC and AAPI communities. First, we had a discussion about what the aesthetic and vibe of the new company should be. It was important for us to identify what our main demographic was and to present ourselves in a way that aligned with OTP's mission and values. After interal conversation and polling from both the rest of the OTP volunteer team and some random outside spectators, we decided to do something uplifting, a bit child-like, and very happy. As such, we chose a very vibrant primary color scheme with a more neutral secondary color scheme, as seen below.
Liz and I were able to create a beautifully simple logo concept using overlapping, playful circles with the “Off Their Plate” text using the same yellow and red from the colors above to maintain cohesiveness. We also included how it could be used alongside images or with our visual assets.
The typography itself is also quite playful and uses only sans serif fonts to give a more modern and playful feel to the company’s brand. The header font, Thistails Sans, is incredibly playful and reminiscent of comic sans while retaining some sense of professionalism, while the rest of the body text uses more standard fonts for easy accessibility and readability. We decided to make accent font used for callout and highlighted text pseudo-caligraphic to stand out from the rest of the sans-serif text, but we struggled finding a font that was still easily legible. In the end, Thistails Regular worked out well because it struck the balance between standing out and still being readable.
In flushing out the visual aspect of our brand, we built our background design, using white tesselating hands on our brand colors to maintain cohesivity while also adding some visual stimulation. The tesselating hands themselves are meant to symbolize community and how each of us, when put together, all come together to make some beautiful. In addition we created a visualization to our tagline “tackling the logistics of hunger” using our main font “Thistails”.
Our amazing illustrator, Danny was able to use the colors and conversation from our meeting to create this playful and cute illustrations showing the blending of transportation and food, playing on how our food industry and economy is essential.
